Sunny Queen launches egg-citing augmented reality collectible cards

Egg farm company Sunny Queen has launched Australia’s first augmented reality collectible cards for families

G
G

Sunny Queen Farms has launched a new limited edition collectible range of augmented reality cards using the latest in animation technology.

The collection features a range of child-friendly egg characters in limited edition egg boxes, with each card having the capability to come to life on a customer’s smartphone.

While the technology itself is not new, it is the first time augmented reality has been used for consumer goods in Australia, which is why Sunny Queen said it is expecting its unique range of cards to become the next big thing.

“We wanted to do something special,” Sunny Queen general manager of marketing and innovation, Julie Proctor, said. “We have gone to great lengths to ensure these are no ordinary collectible cards. The characters literally come to life through specialised animation techniques which will make collecting these cards and eating eggs particularly fun for families in Australia.”

To implement the new marketing strategy, Sunny Queen worked closely with Brisbane advertising agency, BCM, and employed image recognition and augmented reality app, Blippar TM, to turn the cards into something unique that met the needs of a more digitally-minded generation.

“We knew we had to come up with something special for today’s digitally minded audiences,” BCM managing director, Paul Cornwell, said. “Every kid has a smartphone these days, so to be able to not only collect these fun cards but be able to animate them, we knew had to be a winner.”

The range features 30 characters, 10 of which have the ability to come to life on customers’ smartphones once activated on the Blippar app.

“Certainly we think kids will have fun trying to collect the whole series and we hope this will spark a new trading trend across schools in Australia,” Proctor said. “Together with the augmented reality cards we will also release a very rare Gold series which we anticipate will be very valuable to the serious collector.”

Read more: Shazam launches visual recognition content offering for brands

The collectibles idea is a natural extension for the brand’s original range of stickers, which Sunny Queen ran 45 years ago.

“Yes, there are still people that have the original collections and follow the characters to this day,” Proctor said. “The series was revolutionary then, and we hope this new launch will be equally special for the community.”

The cards will be available from Coles and Woolworths supermarkets in May for a limited time only.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Awesome information on marketing company..awaiting for your new article on Advisory services and also on below topics.business advisory s...

Wasim Ahmad

CMO's top 8 martech stories for the week - 2 December 2021

Read more

I couldn't understand one things why on earth people only talk aboutimpact of digital transformation on banking and finance field instead...

Rajesh Acharya

Digital take-up and experiences help drive Suncorp's solid FY21 performance

Read more

I really appreciate your article. Love your Article. By reading your article, its created an idea in my mind about loyalty strategy to ke...

Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

Read more

One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

Read more

Great post!

deen8

What felix Mobile is doing to keep customer support cost-effective

Read more

Blog Posts

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

Sign in